Useful 11-slide deck for marketing professionals that covers the basics of video marketing including objectives, scripting, production, promotion and measurement.

1. Video and Marketing Plan

2. Agenda
• Video Marketing Strategy
– Create
– Publish
– Promote
– Measure

3. Video Creation Process
• Set Goals and Determine Trade-Offs Beforehand
including
• What are we trying to get out of the video?
• How important is entertainment vs. information
• Who are we trying to reach: Wide Reach vs.
Targeted Campaign
• What are the measurement goals and key
performance indicators?
• How important are production values vs. cost

4. Create: Match Production Resource to
Video Type
Video Type
• Demos
• Interviews
• Campaign messaging
• Case Studies
• Customer testimonials
• Tutorials
Resource (add your own
resources here)
• Commverge
• Free-lance in region
• RJ/Pop Tent
• Flying Moose
• Sixth Sense, Flying
Moose
• In-house

5. Create: Video Content Creation
Guidelines
• Shorten: REELSEO research shows that the first 15 secs
are most important
• Scripting: Following are key elements of B2B videos
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Storyboard
Engage:
Solve a pressing need
Entertain
Educate
Differentiate
• Consider Teaser before the “corporate intro”
• Subtitles, Captioning, Translations

6. Publish: Focus on YouTube
• Publish videos on our web site, but focus on Youtube
• YouTube is the most popular platform for video
engagement online with 81.9% of total embedded and
linked videos; Sysomos.comYouTube Report
• Other Fun Facts
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YouTube has over 800 million unique users.
YouTube receives over 4 billion video views…per day
In 2011 YouTube had over one TRILLION video views
In one minute online there are 100 new accounts created
on LinkedIn, 100,000 tweets sent on Twitter, 277,000 log
ins on Facebook and 2.8 million videos viewed on
YouTube.

7. Promote: YouTube
However
• 99.67% of YouTube videos have
less than 1M views
• .“…most YouTube videos get less
than a couple of hundred views.”
-- TubeMogul
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YouTube Ranking Factors
Title
Description
Tags
Views & frequency
Likes, dislikes
Playlist additions
Flagging
Shares
Comments
Age of video
Video Responses
Subscribers
Favorites
Embeds & inbound links

8. Overall Video Promotion guidelines
• Blog to accompany every video
• Every video published across all social media
platforms (Twitter, Facebook, LinkedIn) both
as part of blog post and individual asset
• Every video placed on homepage for first two
weeks of release, whether in banner or box
• At least two videos should be promoted each
month.
• Consider Sales Email promotion

9. Promote: Outreach Tactics
• Focus on titles and descriptions
– Show as page-head meta tag in search results
– Use descriptive fields (the more data the better)
• Utilize playlists
• Create closed caption/subtitles
– Gets indexed
• Utilize translations
• Try YouTube promoted videos
– Pay per click/view; keywords
• Try posting to industry blogs
• Send internally with links
• Post to social networks

10. Promote: Engagement Tactics
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Encourage embedding
Allow commenting, rating
Make available on mobile devices
Use annotations
Post on social media

11. Measure: Video Analytics
• Views on Web Site/YouTube
– Minimum view goal for every video is X00 views
Clicks/shares on Social Media
• Web visitors referred from YouTube
• Email views
– High Value Contact views/Cost per HVC view
• KPI: Cost per view

12. Thank You
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